Global Market Research Case Study Analysis The Sperry/MacLennan Group of Dartmouth, Nova Scotia specializes in the design of recreational buildings (Aaker, Kumar and Day , 2007). Junior partner Mitch Brooks has been researching data to present to the board of directors to support his research that the firm should shift focus to a more diversified approach to future business efforts. A case study analysis will prove helpful to your efforts. Describe the situation discussed in the case Drew Sperry (Aaker, Kumar, & Day, 2007) founded Sperry/MacLennan Architects and Planners (S/M) in 1972. The architectural services provided by the firm have earned it a reputation as a solid in the design of multi-use recreational facilities in Canada. The original name of the company was H. Drew Sperry and Associates (Aaker, Kumar, & Day, 2007). The company is exploring new and creative ways to expand operations into new markets, including the United States, but first it must address the obstacles it will encounter. Identify key issues for the organization The company will experience a series of growth and decline during the 1970s and 1980s. It became clear that to continue to grow sustainably in the future the company needed to address key issues.1. Collaborate with other key companies that complete Sperry/MacLennan designer projects.2. Explore expansion into new markets within and outside of Canada3. Improve the design skills of internal staff by including the use of CADD (computer-aided design and drafting) software4. Structure and prioritize, which business opportunities to pursue that would prove sustainable for future revenue.5. Addressing the customer service side of the business to improve customer loyalty in a company that has the...... middle of paper ....... A population shift from the Sunbelt states to the north- est has been identified previously (Aaker, Kumar, & Day, 2007). This could bring the business back closer to the Canadian border for the company towards climate climates that S/M is more familiar with. However, Brooks isn't convinced that staying in the Northeast would further S/M's long-term goals of remaining competitive. Mitch Brooks has been a valuable asset to the company since he was hired in 1987 (Aaker, Kumar, & Day, 2007). Brooks convinced the board that the company should look to the United States and also parts of Europe where the economy is positioned to finance the construction of new buildings. Spending on market research seems justified to keep S/M ahead of the competition. Works Cited Aaker, D. A., Kumar, V., & Day, G. S. (2007). Market Research (9th ed.). Hoboken, NJ: John Wiley & Sons